homeWelcome, sign in or click here to subscribe.login
     


 

 

Business


print  email to a friend  reprints add to mydjc  
Clive Shearer
Management
by Design
By Clive Shearer

April 19, 2000

What does it take to be a top marketer?

By CLIVE SHEARER
Special to the Journal

Marketing in professional service firms is a specialty occupation. Some years ago, I performed an informal survey around the Puget Sound region, and found that the average marketer in the architecture, engineering and construction industry stayed in one position for a little under 18 months before being let go or moving on to another firm.

To succeed, an A/E/C marketer must be a publicist, writer, counselor, competitor, strategist, tactician and diplomat, all rolled into one. Personality is important too. Smooth interaction with the principals is critical, and respect on both sides must be maintained.

However, to explore why the position is so demanding on the one hand, yet so satisfying on the other, I thought it best to interview four of the top marketers in our region. These professionals have many years experience, and in addition, they have stayed on and succeeded with one firm, and thus become role models for all their peers.

Zay Pribble, with 20 years A/E marketing experience, has been marketing director at KPFF Consulting Engineers for the past 10 years. Julaine Fleetwood, manager of business development, has been with Coffman Engineers for over 17 years, and has 11 years A/E marketing experience. Kimberly Hinckley, who has 20 years of marketing experience, has been business development and communications manager at Berger/ABAM Engineers for the past 12 years. Barbara Erickson, with 17 years A/E marketing experience, has been corporate marketing director at Shapiro and Associates for the past 15 years, and was elected an officer in the corporation in 1998.

What makes you successful at your job?

"Making things happen, defining problems and finding solutions are a few of my strengths, and happily, these are also key elements for a successful marketer," said Pribble. "Making tough decisions and playing 'what-if' games keeps marketing fun for me," added Pribble.

"The ability to multi-task, maintain schedules and budget, communicate effectively and work under pressure is important," said Fleetwood. "Being a technical staff member before switching to marketing gave me a good understanding of our business and made me a more effective marketing manager. I have the independence to run the department the way I want, enjoy frequent interaction with principals and participate in the corporate decision-making process. I am given the opportunity to try new things, rarely being told 'no' if I present a good case, and the company supports me in continuing education," she said.

"A/E marketing is much like the ocean -- unpredictable and constantly changing. It can be challenging, exciting, inspirational, educational and satisfying one minute -- and, within a blink of an eye, you can find the environment demanding, disappointing, intimidating and even overwhelming," observed Hinckley. "What makes me successful in my job is keeping a positive attitude, balancing workloads and personalities, effectively exchanging pertinent information, always keeping our company goals and business philosophy in the forefront and having a vision beyond the daily deadlines and crises. In addition, I am proud to be associated with my company's business values, philosophies and ethics," noted Hinckley.

"First and foremost, I enjoy what I do," stated Erickson. "I'm energized by challenge, handle pressure well, have the ability to successfully mobilize and manage multiple projects simultaneously, and I strive for excellence. My successes have opened doors for increased responsibility and new challenges," observed Erickson.

How have you earned the respect of the principals?

"This involves taking the time to build a high level of trust, and I have done this by understanding and supporting the company's expectations for the marketing role," said Pribble. "Our marketing team takes the initiative to develop creative ideas and participate in the decision-making process. It is also important to identify expectations, remain alert for opportunities and trouble spots, use excellent judgment and discretion and keep principals informed of developments," she said.

"I have developed and produced products that look good and sell and tracked successes so they can be clearly recognized," said Fleetwood. Keeping on top of things technologically so that information continually takes less time for principals to review ... yet knowing when to back down, (has) also helped me to maintain longevity with the firm, through the tough times as well as the good," reflected Fleetwood.

"I am an active team player and leader, contributing to the success of the company, sharing in the highs and lows, and promoting our company philosophies and corporate goals," noted Hinckley. "I do my best to succeed in whatever we are involved in for the good of the clients, the employees, the company and the community."

"I believe I've earned their respect through quality work, creativity, initiative, dedication, integrity, positive attitude and a contribution to our overall corporate and marketing success," said Erickson. "Working for a smaller firm has allowed me to work directly with the owners, whom I deeply admire and respect. Their confidence and support has laid the foundation for my interactions with other principals," added Erickson.

What is the most important tip you would like to share with your colleagues?

"Too often I talk with marketers who are in opposition to the values or expectations of the people with whom they work," said Pribble. "It is just as important for marketers to research potential employers, as it is for a company to research potential employees. When you find a company with similar values, that needs the strengths you have to offer and respects you as a person, you may end up staying with that company for a long time," said Pribble.

"Be sure your personality and values align with the principal members of your firm, and that you work at a place where you can have fun," said Fleetwood. "The best tip I would share is not let the day-to-day frustrations or negative attitudes pull down your personal accomplishments, your business victories or your long-term goals," said Hinckley.

"A/E marketing is synonymous with high pressure and burnout, so find balance in your life," suggested Erickson. "I've learned to cope in two ways: First, I've identified a set of personal values in my life in order for me to be happy and feel successful, and I make sure these needs are met. Second, when I feel myself reaching burnout, I take on additional or different responsibilities or tackle a special project rather than pull back, which increases my energy level and ability to handle everything on my plate," added Erickson.

Well, there you have it. Four of our region's top marketers reflecting on their success. Would you like to add to their advice? E-mail your top tip in 75 words or less and I'll compile the responses, with attribution, into a future Journal column.


Clive Shearer is a professional trainer, educator and retreat facilitator and can be reached at cgb9@yahoo.com


Previous columns:



Email or user name:
Password:
 
Forgot password? Click here.